灰色市场与制造商渠道结构选择  

Gray Markets and Manufacturer’s Channel Structure Selection

作　　者：洪定军 付红 万娜娜 范建昌 HONG Dingjun;FU Hong;WAN Nana;FAN Jianchang(School of Management and Economics,Jiujiang University,Jujiang 332005,China;School of Management and Economics,Hefei University of Technology,Hefei 230009,China;School of Economics and Management,Southwest University of Science and Technology,Mianyang 621010,China;School of Marketing and Logistics Management,Nanjing University of Finance and Economics,Nanjing 210023,China)

机构地区：[1]九江学院经济与管理学院,江西九江332005 [2]合肥工业大学经济与管理学院,安徽合肥230009 [3]西南科技大学经济与管理学院,四川绵阳621010 [4]南京财经大学营销与物流管理学院,江苏南京210023

出　　处：《工业工程与管理》2021年第1期61-67,共7页Industrial Engineering and Management

基　　金：国家自然科学基金项目(基金号:71761020,71531003,71601031,71802168,71972026,71840007);江西省高校人文社科项目(基金号:JC18209)。

摘　　要：基于灰色市场背景,构建了制造商在两个差异市场中运营的决策模型。根据制造商是直接销售或通过分销商销售产品,考虑了四种渠道结构。首先,求解得出四种渠道结构下参与者的均衡策略,并给出灰色市场存在的条件;其次,比较各渠道结构下制造商的利润,得出制造商的最优渠道结构选择策略。研究表明:当两个市场中消费者需求对价格敏感程度相近时,制造商在灰市产品流入的市场中直接销售且在灰市产品流出的市场中通过分销商销售最优;当灰市产品流出市场中消费者需求对价格敏感程度充分高时,制造商选择在价格敏感程度低的市场中直接销售且不向另一个市场供应产品最优;其余条件下制造商选择在两个市场中直接销售产品最优。Based on the background of gray market,a decision model for a manufacturer operating in two different markets was established. Four types of channel structure were considered here,according to the fact that the manufacturer sold its product directly or through an independent exclusive distributor. Firstly,the equilibrium strategies of each type were derived,and the range of parameters in which the gray market exists were given.Then,manufacturer′s optimal strategy derived by comparing his profits of each type of channel structure under the same condition.The manufacturer should choose to sell products directly in the market where the gray market goods were re-imported and through an independent exclusive distributor in the market from which the gray market goods originate,when the two market conditions were similar.The manufacturer should only supply goods to the market with lower price sensitivity,when the price sensitivity of the market where gray market goods originate was sufficient high. And the manufacturer could sell products directly in both two markets under other conditions.

关 键 词：供应链 灰色市场 渠道结构 STACKELBERG竞争 

分 类 号：F273[经济管理—企业管理]